Pilsner Urquell
Pilsner Urquell is the world's first golden pilsner, brewed continuously since 1842 in Plzeň, Czech Republic, by Plzeňský Prazdroj, a.s. (owned by Asahi Group Holdings). It serves premium beer enthusiasts and licensed hospitality venues globally via Tankovna pubs, retail packaged goods, and brewery experiences.
- Company typePrivate
- Founded1842
- HeadquartersAlpharetta, United States
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What Pilsner Urquell does
Pilsner Urquell is a heritage Czech lager brand founded in 1842 by brewmaster Josef Groll, who created the world's first golden pilsner in Plzeň, Czech Republic. The company is legally operated as Plzeňský Prazdroj, a.s., a Czech joint-stock company ultimately owned by Japan's Asahi Group Holdings, Ltd. Its flagship product is a single Pilsner lager brewed exclusively at the Plzeň brewery using unchanged traditional methods since 1842: triple decoction mashing, parallel brewing in hand-made wooden barrels, and 100% Czech ingredients — Moravian barley, Saaz hops added three times during brewing, and soft Plzeň water. The brand is the originator of the pilsner style, which now accounts for over 70% of global beer consumption.
The business operates a three-stream revenue model: on-premise beer sales through globally licensed Tankovna pubs (where non-pasteurized, tank-fresh beer is delivered within 48 hours and consumed within one week of opening), packaged bottled and canned beer sold through retail distribution (now with new plastic-free, 100% paper-label packaging), and brewery tours plus the annual Saaz hop harvest experience in Plzeň. Service quality is enforced by a certified Tapster network trained in Plzeň, executing three codified pour styles — Hladinka, Šnyt, and Mlíko — through a proprietary side-pour tap system with a ball valve and internal sieve designed to produce dense, wet foam.
Go-to-market is multi-channel and hybrid: direct-to-consumer via Tankovna venues and on-premise hospitality, event-driven via brewery tours and hop harvests, and community-led through Tapster ambassadors, podcast sponsorships (notably in Poland), and social media. Distribution spans dedicated local operations in Germany, Hungary, Japan, Poland, Romania, and Austria, plus an international site. The company is privately held within the Asahi Group, not listed on any exchange, with no disclosed funding rounds, headcount figures, or revenue numbers in the source data.
Pilsner Urquell firmographics
Firmographics- Name
- Pilsner Urquell
- Legal name
- Plzeňský Prazdroj, a.s.
- Website
- https://pilsnerurquell.com
- Company type
- Private
- Founded year
- 1842
- Operating status
- Operating
- Short description
- Pilsner Urquell is the world's first golden pilsner, brewed continuously since 1842 in Plzeň, Czech Republic, by Plzeňský Prazdroj, a.s. (owned by Asahi Group Holdings). It serves premium beer enthusiasts and licensed hospitality venues globally via Tankovna pubs, retail packaged goods, and brewery experiences.
- Ownership category
- akta.pro rank
Pilsner Urquell industry classification
Industry- Product category
- Premium Beer
- NAICS
- Breweries (31212), Beer, Wine, and Distilled Alcoholic Beverage Merchant Wholesalers (4248)
- SIC
- Malt Beverages (2082)
- akta.pro primary industry
- Beer Brewing & Brands (CRADAIAA)
- akta.pro secondary industries
- Brewpubs & Taprooms (On-site Beer Service) (THAFALAA), Beer, Brewery & Craft Beverage Tastings (THAJAGAE)
Keywords
Where Pilsner Urquell is headquartered
LocationHeadquarters
- HQ city
- Alpharetta
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Pilsner Urquell business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations
Revenue model
- Beer Sales - On-Premise: Pilsner Urquell generates revenue through licensed Tankovna pubs and restaurants globally where the beer is served fresh from tanks with certified Tapsters performing the perfect pour.
- Beer Sales - Packaged Products: Revenue from bottled and canned beer sold through retail channels globally. The brand recently introduced new plastic-free packaging with 100% paper labels.
- Brewery Tours and Experiences: Revenue generated from guided tours of the mythical brewery in Plzeň, approximately one hour from Prague, and the annual Origins Tour to Saaz hop fields.
Go-to-market motion3 records
Distribution channels3 records
Marketing channels5 records
Pilsner Urquell product offering
Product offeringCore offering
Pilsner Urquell brews and sells the original Czech Pilsner lager from its single brewery in Plzeň, Czech Republic, using an unchanged recipe and traditional methods since 1842. The beer is distributed globally through bottled/canned retail packaged goods and through licensed Tankovna pubs that serve unpasteurized, brewery-fresh beer from tanks, complemented by certified Tapster-trained bartenders and on-site brewery tours.
Product overview
Pilsner Urquell is a single flagship beer product offering with related serving styles and services. The core product is the original Pilsner lager, brewed since 1842 using traditional triple decoction methods with Czech ingredients (Saaz hops, Moravian barley, Plzeň water). The beer is complemented by three distinct pouring styles (Hladinka, Šnyt, Mlíko) that offer different flavor experiences based on foam levels. Additional offerings include Tankovna partner pubs, brewery tours in Plzeň, the Saaz hop harvesting experience, and environmentally-focused packaging innovations (plastic-free, 100% paper labels).
Differentiator
Problem solved
Functional benefit
Products and services
- Pilsner Urquell Beer The flagship Pilsner Urquell lager, the world's first golden Pilsner, brewed only in Plzeň, Czech Republic, using traditional triple decoction, Moravian barley, Saaz hops, and soft Plzeň water; sold globally in bottles, cans, and on draught.
- Tankovna Licensed Pubs Network of partner pubs and bars worldwide licensed to serve unpasteurized Pilsner Urquell directly from tanks within 48 hours of brewery delivery, with Tapster-certified bartenders performing the perfect pour.
- Brewery Tours
Quantifiable outcome
- The brewing process achieves 97% waste-free production
- +1 more outcomes
Companies that use Pilsner Urquell
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles2 records
Pilsner Urquell technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Pilsner Urquell partnerships and signals
Strategic signalScale indicators4 records
Recent moves6 records
Expansion highlights6 records
Pilsner Urquell competitors and assessment
Company assessmentDirect peers
- Beck's: German premium pilsner owned by AB InBev. Directly comparable to Pilsner Urquell in the international premium pilsner segment, especially in European markets and in the US imported beer category where both brands compete for the same consumer occasions.
- Krombacher: German family-owned brewery and one of Germany's leading pilsner brands. Directly comparable to Pilsner Urquell in the German premium pilsner segment with similar family/heritage positioning and on-premise focus.
- Peroni Nastro Azzurro: Premium Italian lager also owned by Asahi Group Holdings. Sister brand to Pilsner Urquell within Asahi's international premium beer portfolio, with similar positioning targeting premium on-premise occasions globally.
- Bitburger: Family-owned German brewery famous for its premium pilsner. Competes with Pilsner Urquell in the German on-premise market and in international premium German beer distribution, with similar heritage and regional positioning.
- Budweiser Budvar: Czech state-owned brewery producing Budweiser Budvar, a premium Czech lager that is Pilsner Urquell's most direct historical rival. The two compete head-to-head in the Czech premium pilsner segment across global on-premise and retail channels.
- Paulaner: Munich-based German brewery with a portfolio including premium Helles-style lagers. Operates branded on-premise venues (Paulaner beer gardens) similar to Pilsner Urquell's Tankovna model, combining packaged beer sales with branded experience venues.
- Stella Artois: Premium Belgian pilsner owned by AB InBev and sold globally. Closely comparable to Pilsner Urquell as a heritage European pilsner positioned at premium price points in international markets with similar on-premise and packaged retail strategies.
- Asahi Super Dry: Flagship Japanese lager from Asahi Group Holdings, the parent company of Pilsner Urquell. Direct corporate sibling brand that competes in the global premium international lager segment and shares Asahi's distribution infrastructure.
- Warsteiner: German premium pilsner with strong on-premise presence in Germany and international markets. Competes with Pilsner Urquell in the premium German pilsner segment and heritage beer positioning across European retail and on-trade channels.
Broad incumbents
- Heineken: Dutch global brewing conglomerate whose flagship Heineken lager is a premium European pilsner. While broader in portfolio and scale, the Heineken brand competes directly with Pilsner Urquell in international on-premise and premium retail occasions.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Pilsner Urquell social profiles
Digital presencePilsner Urquell financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pilsner Urquell leadership team
Management profileNumber of profiles
Profiles3 records
Pilsner Urquell funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pilsner Urquell M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Pilsner Urquell
What does Pilsner Urquell do?
Pilsner Urquell brews and sells the original Czech Pilsner lager from its single brewery in Plzeň, Czech Republic, using an unchanged recipe and traditional methods since 1842. The beer is distributed globally through bottled/canned retail packaged goods and through licensed Tankovna pubs that serve unpasteurized, brewery-fresh beer from tanks, complemented by certified Tapster-trained bartenders and on-site brewery tours.
Is Pilsner Urquell a public or private company?
Pilsner Urquell is a private company. It is classified as corporate owned and is currently operating.
When was Pilsner Urquell founded?
Pilsner Urquell was founded in 1842.
Where is Pilsner Urquell based?
Pilsner Urquell is headquartered in Alpharetta, United States, in the North America region.
How does Pilsner Urquell make money?
Three revenue lines are on record. Beer Sales - On-Premise is the primary driver. The others are beer Sales - Packaged Products and brewery Tours and Experiences.
Who are Pilsner Urquell's main competitors?
Direct peers on record are Beck's, Krombacher, Peroni Nastro Azzurro, Bitburger, Budweiser Budvar, Paulaner, Stella Artois, Asahi Super Dry and Warsteiner. Heineken is listed as a broad incumbent.
Does Pilsner Urquell have an API?
No public API is recorded for Pilsner Urquell.
What industry is Pilsner Urquell in?
Pilsner Urquell's product category is Premium Beer. Its primary akta.pro industry code is CRADAIAA, Beer Brewing & Brands, with a secondary code of THAFALAA, Brewpubs & Taprooms (On-site Beer Service). Its NAICS code is 31212 and its SIC code is 2082.